Saatchi Wellness at the ARF Industry Leader Forum

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Johanna Skilling shared some of the challenges that Saatchi & Saatchi Wellness has faced and overcome while listening in the context of a regulated area like the pharmaceutical industry. From the "2010 ARF Industry Leader Forum," held in San Francisco, January 28, 2010

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Saatchi Wellness at the ARF Industry Leader Forum

  1. 1. First, Let’s Stop Calling It Social MEDIA How Pharmaceutical Companies Can Join the Digital Conversation January 28, 2010 Johanna Skilling EVP, Director of Strategic Planning
  2. 2. Why does Saatchi Wellness know social? Full service brand-steward agency Understands and designs business-building consumer experiences Delivers best in class campaigns across all relevant media A leader in defining the digital experience for health & wellness companies
  3. 3. So why shouldn’t we call it social “media” ?
  4. 4. Because “media” makes us think “campaign”
  5. 5. When we should be thinking “encounter”
  6. 6. It makes us think “social” equals “selling”
  7. 7. When it’s about joining
  8. 8. Yes, there are obstacles
  9. 9. Yes, there are obstacles Fair Balance for Risk & Benefit information
  10. 10. Yes, there are obstacles Fair Balance for Risk & Benefit information No Off-Label Promotion • Even in third party forums Burden of reporting “Qualifying” Adverse Events
  11. 11. Yes, there are obstacles Fair Balance for Risk & Benefit information No Off-Label Promotion • Even in third party forums Burden of reporting “Qualifying” Adverse Events Lack of clarity on responsibilities, guidelines for “new media”
  12. 12. But consumers want you there! Oversight and corrections on potentially harmful misinformation Updates on products and services Accurate information about drugs or devices Answers to frequently asked questions Add valuable professional expertise to conversations Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital
  13. 13. The FDA gets it Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital
  14. 14. Still - is it social if people can’t talk back? adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events
  15. 15. se events eve adverse Still - is it social if people can’t talk back? se events eve adverse se events eve adverse se events eve adverse
  16. 16. Ratio of HC posts to AEs reported, per day Source: Nielsen BuzzMetrics
  17. 17. Ratio of HC posts to AEs reported, per day 1/500 = 0.2% Source: Nielsen BuzzMetrics
  18. 18. Ratio of HC posts to AEs reported, per day 1/500 = 0.2% < 200 per day Source: Nielsen BuzzMetrics
  19. 19. So in this brave new world…
  20. 20. So in this brave new world… Maybe you could pick up the phone?
  21. 21. That said…
  22. 22. How are pharma companies facing & embracing the social challenge?
  23. 23. How are pharma companies facing & embracing the social challenge?
  24. 24. "There's a huge amount of stress in marketing departments -- 'Are we missing the hot new thing?’ That stress causes companies to panic about social media and not invest their time wisely." Andy Sernovitz, author, Word of Mouth Marketing Source: INC. Magazine
  25. 25. Like This:
  26. 26. Like This: 1. Scoping out the environment
  27. 27. Like This: 1. Scoping out the environment 2. Offering something personal
  28. 28. Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation
  29. 29. Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation 4. Being helpful
  30. 30. Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation 4. Being helpful 5. Showing they belong
  31. 31. Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation 4. Being helpful 5. Showing they belong 6. Guiding the interaction
  32. 32. 1. Scope out the environment
  33. 33. “In some cases, pharma has been afraid of listening. In others, forward thinking companies understand that these conversations are taking place whether we listen to them or not.” Paul Dyer Source: http://blog.pharmexec.com/2009/12/10/one-to-watch-qa-with-paul-dyaer/
  34. 34. Quick wins / things to listen for
  35. 35. Quick wins / things to listen for • Competitive intelligence
  36. 36. Quick wins / things to listen for • Competitive intelligence • Stakeholder commentary on your brand
  37. 37. Quick wins / things to listen for • Competitive intelligence • Stakeholder commentary on your brand • Stakeholder response to FDA/FTC and other governmental decisions/ hearings
  38. 38. Quick wins / things to listen for • Competitive intelligence • Stakeholder commentary on your brand • Stakeholder response to FDA/FTC and other governmental decisions/ hearings • Market trends
  39. 39. Quick wins / things to listen for • Competitive intelligence • Stakeholder commentary on your brand • Stakeholder response to FDA/FTC and other governmental decisions/ hearings • Market trends • News related to your brand
  40. 40. 2. Offer something personal
  41. 41. Jeff Kindler: How we’re regaining trust
  42. 42. Ron Cohen: How we do research
  43. 43. Pundits also see a big opportunity in… Source: http://pharma2blog.com/2009/07/30/the-c-tweet-10-dos-and-donts-for-ceos-on-twitter/
  44. 44. Pundits also see a big opportunity in… Source: http://pharma2blog.com/2009/07/30/the-c-tweet-10-dos-and-donts-for-ceos-on-twitter/
  45. 45. ot a N m P har
  46. 46. 3. Join the conversation
  47. 47. With something special for everyone
  48. 48. With something special for everyone Consumers
  49. 49. With something special for everyone Consumers HCPs
  50. 50. With something special for everyone Consumers HCPs Investors
  51. 51. With something special for everyone Consumers HCPs Investors Salesforce
  52. 52. With something special for everyone Consumers HCPs Investors Salesforce Employees …
  53. 53. “Manhattan Research reported in 2009 that 60 percent of doctors use, or are interested in, Web 2.0 social applications. The same study found that physicians who reported using social media prescribed 24 more medications each week compared to physicians not using it.” Michael Maher, Greater Than One Source: Jun 1, 2009, Pharmaceutical Executive
  54. 54. Ph Not arm a
  55. 55. 4. Be helpful
  56. 56. 43
  57. 57. I Walk Because Touched People In 40 States And 10 Countries
  58. 58. I Walk Because Touched People In 40 States And 10 Countries And created a database for e-CRM
  59. 59. 5. Show that you belong
  60. 60. “As your mother would say, be polite when you’re visiting someone else’s place” Bill Drummy, Heartbeat Digital Source: PharmaExec Blog
  61. 61. 6. Guide the interaction
  62. 62. “You can create a rich experience, even if you have to put up some guardrails.” William Martino, SSW
  63. 63. Our 6 Strategies for getting social
  64. 64. Our 6 Strategies for getting social 1. Scope out the environment
  65. 65. Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal
  66. 66. Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation
  67. 67. Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation 4. Be helpful
  68. 68. Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation 4. Be helpful 5. Show that you belong
  69. 69. Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation 4. Be helpful 5. Show that you belong 6. Guide the interaction
  70. 70. As another non-pharma brand says …
  71. 71. As another non-pharma brand says …
  72. 72. As another non-pharma brand says … Identify quick wins
  73. 73. As another non-pharma brand says … Identify quick wins Put a premium to ROL - Return on Learning
  74. 74. As another non-pharma brand says … Identify quick wins Put a premium to ROL - Return on Learning Find pilot opportunities • Internally • Adding social components to an existing site
  75. 75. THANK YOU!
  76. 76. Follow us! On facebook.com: saatchiwellness On twitter.com: @saatchiwellness Online at www.saatchiwellness.com

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